Beautiful failure: A case study on #EqualityActJapan and a lesson in failing well on social media

Amanda Alampi and Ziva Luddy Juneja
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Amanda Alampi: Account Director in Digital Strategy, MWWPR, USA
Ziva Luddy Juneja: Human Rights Watch, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 35-44

Abstract: Together with Athlete Ally, All Out and over 100 LGBT organisations in the Japan Alliance for LGBT Legislation, Human Rights Watch created the #EqualityActJapan campaign, calling for the first LGBT equality bill in Japan. Sadly, although this global digital campaign was impeccably delivered, exceeding key performance indicators such as cost efficiency, engagement, reach and total petitions delivered to political targets, the bill was never introduced. This paper discusses what happens when a campaign meets all of its digital campaigning key performance indicators but not its policy or legislative objective, providing a case study in how to fail well on social media. The lessons learned from this experience are crucial to apply to future digital campaigns.

Keywords: advertising; social media; nonprofit; digital marketing; campaigns; LGBT (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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